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    MMA Reveals 2020 Asia Pacific SMARTIES Shortlist

    Awards to honor marketers who have played a pivotal role in shaping the future of modern marketing

    By Katerin Pantaleon - Nov 13, 2020
    MMA Reveals 2020 Asia Pacific SMARTIES Shortlist

    MMA today unveiled the shortlisted entries for the 2020 Asia Pacific SMARTIES awards. In its eighth edition, the MMA SMARTIES is the world’s only global mobile marketing awards program celebrating outstanding innovation, creativity, and achievement in the modern communications world where mobile is at the heart of consumer engagement.

    This year’s APAC SMARTIES welcomed submissions from across the region, covering more than 20 individual categories including the new “Winning from Home” category, which pays tribute to the marketers who have beaten challenges of remote working during a global pandemic to deliver creative and innovative ideas.

    Submissions were received from new industry segments, and MMA witnessed a 30 percent increase in participating creative and digital agencies as compared to last year.

    Entries were evaluated by the pre-screening jury panel, who determined the category finalists. The shortlisted entries are judged on strategy, creativity, execution, and business impact by an independent jury led by Ravi Santhanam, Chief Marketing Officer, HDFC Bank, and Richa Goswami, Group Head of Customer and International, Global Wealth and Personal Banking, HSBC.

    “The large number of strong submissions we’ve received this year further demonstrates how marketers have remained resilient and creative despite the obstacles posed by COVID-19,” said Rohit Dadwal, Managing Director, Asia Pacific, MMA. “I am excited to work with the jury to determine the most disruptive and innovative ideas and campaigns that successfully delivered purposeful marketing and highlighted the importance of mobile.”

    Winners will be announced at the 2020 Asia Pacific SMARTIES ceremony, which will take place virtually on 10 December.

    The shortlist for the 2020 MMA Asia Pacific SMARTIES includes:

    Brand Awareness

    • Coca-Cola and Circus Digital / MediaCom
      FOR THE HUMAN RACE, FOR THE ACT, NOT AD
    • Google and Flipkart Ads
      OK Flipkart, deliver exceptional results
    • Pepsi and Dentsu Redder / Mindshare
      Pepsi Ngõ – Embrace the Soul of North Social Life Culture
    • Dove and Mindshare Philippines / AdColony
      Dove Deo Dry Serum Mobile Campaign
    • ViettelPay and Dentsu Redder / Metub
      ‘Make Tết Easy Again’ With ViettelPay. Challenge Accepted!

    Lead Generation / Direct Response / Conversions

    • Softlogic Life and Third Shift Media Solutions & Shift / Dentsu Aegis / Softlogic Life Insurance PLC.
      Scratch and Text to Protect Your Life
    • Apple Watch and Flipkart Ads
      Flipkart X Apple | It’s time to ditch the assumptions
    • UnionBank and Appier
      UnionBank: Putting the Power of Personal Finance into Customers’ Hands
    • ZaloPay and T&A Ogilvy
      ZaloPay Tet 2020
    • Nivea and OMD Indonesia / VML & Prodigy / AdColony
      Nivea #SentuhanIbu World of Imagination

    Product / Services Launch

    • Pepsi and Dentsu Redder / Mindshare
      Pepsi Ngõ – Embrace the Soul of North Social Life Culture
    • Dancow Nutritods and Mindshare / Wunderman Thompson / Nestlé Indonesia
      Dancow Nutritods 2020
    • X-Men and The Purpose Group / Ogilvy / Marico SEA
      X-Men F1 Special Edition – Shifting F1 Dreams to Another Gear
    • UnionBank and OMD Philippines / AdColony
      Bank the Way You Live by UnionBank
    • Pond’s and Mindshare Indonesia / AdColony
      Pond’s Men x Star Wars Dirt Fader Mobile Campaign

    Promotion

    • Intel and Flipkart Ads
      Flipkart uses audience Intel to set new benchmarks
    • Google and Flipkart Ads
      OK Flipkart, deliver exceptional results

    Relationship Building / CRM

    • DiDi and PHD Media
      DiDi Roast
    • Castrol and Mindshare / Adtima / Castrol BP Petco
      With You on The Road Ahead

    Social Impact / Not for Profit

    • Provincial Electricity Authority and Mojito / Media Donut / TikTok
      PEA #SafeInTheRain
    • Google India and Toaster
      Be Unstoppable #WithALittleHelp from Google
    • Indian Police Forces and MullenLowe Lintas Group / Mogae Media (for Mumbai Police and Punjab Police)
      #IAmAlsoIndianPolice
    • Perfetti Van Melle India and Ogilvy & Mather / Perfetti Van Melle India
      We will smile again
    • Rexona and RED COMMUNICATION / Mindshare Indonesia
      Gerak Tak Terbatas (Unlimited Moves)

    Cross Media

    • Softlogic Life and Third Shift Media Solutions & Shift / Dentsu Aegis / Softlogic Life Insurance PLC.
      Scratch and Text to Protect Your Life
    • Didi Ride Hailing Application and PHD Media
      Love My City
    • Coca-Cola and Dentsu MCGARRYBOWEN
      COCA-COLA – EXTEND YOUR TET TABLE, CREATE MORE MEANINGFUL CONNECTIONS THIS TET
    • Bear Brand and Mindshare / Ogilvy / Nestle Indonesia
      Bear Brand Bisa Banget
    • ViettelPay and Dentsu Redder / Metub
      ‘Make Tết Easy Again” With ViettelPay. Challenge Accepted!

    Cross Mobile Integration

    • X-Men and The Purpose Group / Ogilvy / Marico SEA
      X-Men F1 Special Edition – Shifting F1 Dreams To Another Gear
    • Google APAC and Toaster
      Google Shopping Answers Made Easy
    • ViettelPay and Dentsu Redder / Metub
      ‘Make Tết Easy Again’ With ViettelPay. Challenge Accepted!
    • Berocca and Carnival / Mediacom
      Berocca – Get Supercharged At 2pm
    • Lactogrow and Mindshare / Hantam, Mynd Studio / Nestle Indonesia
      Lactogrow #GrowHappyDiRumahAja with Spotify

    Messaging

    • Google and MSL
      Digital First for All: Advocating Diversity and Inclusivity at GDD 2019

    Mobile App Advertising

    • Intel and Flipkart Ads
      Flipkart uses audience Intel to set new benchmarks
    • Sephora and Mobile Now Group
      Live Streaming on Ecommerce Mini Program
    • Google and Flipkart Ads
      OK Flipkart, deliver exceptional results

    Programmatic and Machine Learning

    • McDonald’s and OMD / Leo Burnett and Arcade / The Trade Desk
      The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during the Lunar New Year
    • PROTON and m/SIX / Proton In Association With Affle & m/SIX
      Intelligence That Inspires
    • Bebelac and Wavemaker Indonesia / InMobi
      Bebelac’s Chatbot to the Rescue!
    • UnionBank and Appier
      UnionBank: Putting the Power of Personal Finance Into Customers’ Hands

    Mobile Gaming, Gamification & E-Sports

    • Sonic and Mindshare Philippines / AdColony
      Sonic the Hedgehog, Catch Him If You Can
    • Warrior Energy Drink and TKL Corporation / Ogilvy, Clickmedia
      GET YOUR HEAD BACK INTO THE GAME
    • dtac and OMD / POKKT
      dtac Free fire
    • Nivea and OMD Indonesia / VML & Prodigy / AdColony
      Nivea #SentuhanIbu World of Imagination
    • Burger King and Mediacom
      Play Your Way, Win Like A King

    Mobile Social

    • Suntory PepsiCo Beverage (Thailand) and Mindshare Thailand / Twitter Asia Pacific
      Pepsi Lime Flavor
    • Google Thailand and Toaster
      Google Insta-Highlights
    • Spotify and UM Singapore / Twitter Asia Pacific
      Redefining concert experiences with Spotify on Stage
    • ZaloPay and T&A Ogilvy
      ZaloPay Tet 2020
    • X-Men and The Purpose Group / Ogilvy / Marico South East Asia
      X-Men F1 Special Edition – Mood Lifting Squad

    Banners & Rich Media Advertising

    • Yale and TenMax Ad Tech Lab
      Unlock Brand Potential: Breaking the Glocalization Wall with Data-driven Creatives
    • Google and Flipkart Ads
      OK Flipkart, deliver exceptional results

    Innovation

    • Friesland Campina – Frisian Flag and ADA Asia / AdColony
      Frisian Flag 123 “Catch to Grow” AR Mobile Campaign
    • Clear and T&A Ogilvy / Mindshare
      Toc Tien AI Influencer
    • UnionBank and OMD Philippines / AdColony
      Bank the Way You Live by UnionBank
    • Mastercard and Carat / Octagon
      Japan 2019 Rugby World Cup
    • Unilever / Clear and Mindshare Thailand / POKKT
      Keep a CLEAR Head (Hand free gaming Experience)
    • Intel and Flipkart Ads
      Flipkart uses audience Intel to set new benchmarks

    Location-Based Services or Targeting

    • McDonald’s and OMD / Leo Burnett and Arcade / The Trade Desk
      The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during the Lunar New Year
    • Marriott International and Publicis Media APAC / Adsquare
      Marriott F&B – O2O Measurement

    Mobile Video

    • ViettelPay and Dentsu Redder / Metub
      ‘Make Tết Easy Again” With ViettelPay. Challenge Accepted!
    • Dove and Mindshare Philippines / AdColony
      Dove Deo Dry Serum Mobile Campaign
    • Coca-Cola and Dentsu MCGARRYBOWEN
      COCA-COLA – EXTEND YOUR TET TABLE, CREATE MORE MEANINGFUL CONNECTIONS THIS TET

    Mobile Audio / Voice

    • Google India and Toaster
      Be Unstoppable #WithALittleHelp from Google
    • Tata Altroz and MullenLowe Lintas Group
      A car that sells itself
    • Biti’s Hunter and Dentsu Redder / ANTS
      Biti’s Hunter Street – The First #Proudlymadeinvietnam
    • dtac and UM Thailand / POKKT
      dtac CallMe VDO First Voice Detection Banner

    Purposeful Marketing

    • PROTON and m/SIX / Proton In Association With Affle & m/SIX
      Intelligence That Inspires
    • Coca-Cola and Circus Digital / Mediacom
      FOR THE HUMAN RACE, FOR THE ACT, NOT AD
    • Maggi and Ogilvy Vietnam / Zenith Media
      MAGGI Cook to Connect – Bridging social distancing during Covid19
    • Biti’s Hunter and Dentsu Redder / Carat
      Biti’s Hunter Canvas Of Pride
    • Dettol and Publicis Media / Innity (Malaysia), Innity (Singapore), Starcomm (Singapore) / TikTok
      Dettol TikTok #HandWashChallenge

    Seamless Consumer Experience

    • Friso Vietnam and ClickMedia
      Friso Champions Across Leaderboards With Lazada Super Brand Day Campaign
    • Cadbury and Wavemaker India / InMobi
      Revealing the ‘Sweet Secret’ of Cadbury Chocobakes
    • Coca-Cola and Circus Digital / Mediacom
      Coca-Cola Virtual Foodfest
    • UnionBank and OMD Philippines / AdColony
      Bank the Way You Live by UnionBank

    Best Use of Mobile To Drive Sales

    • Softlogic Life and Third Shift Media Solutions & Shift / Dentsu Aegis / Softlogic Life Insurance PLC.
      Scratch and Text to Protect Your Life
    • Perfetti Van Melle India (Center fresh) and Creativeland Asia / PR Pundit / Perfetti Van Melle India (Center Fresh)
      Center Fresh-Stay Fresh Behind the Mask
    • PROTON and m/SIX / Proton In Association With Affle & m/SIX
      Intelligence That Inspires

    Innovation & Creativity

    • Volkswagen Group Import Company Limited and PHD Media
      VW Deep Fake
    • Friso Vietnam and ClickMedia
      Friso Champions Across Leaderboards With Lazada Super Brand Day Campaign
    • Clear and T&A Ogilvy / Mindshare
      Toc Tien AI Influencer
    • XL Axiata and FOINIKS
      XLAX OJOL RANGER
    • Suntory PepsiCo Beverage (Thailand) and Mindshare Thailand / Twitter Asia Pacific
      Pepsi Lime Flavor

    Home Production

    • IM3 Ooredoo and Mata Angin / PHD
      The Reconnecting Track
    • Perfetti Van Melle India (Center fresh) and Creativeland Asia / PR Pundit / Perfetti Van Melle India (Center Fresh)
      Center Fresh-Stay Fresh Behind the Mask
    • Nescafé and Publicis / Mindshare / Nestlé Indonesia
      Nescafé – A cup from home

    Best Brand Experience in Mobile Rich Media

    • Promina and i-dac Indonesia / DAX / AdColony
      Promina Homemade ‘Easy-to-Cook for Baby’ Mobile Campaign
    • S-26 Procal GOLD and Mindshare / Ogilvy / Nestle Indonesia
      Wyeth S26 AR Book
    • dtac and OMD / POKKT
      dtac Free fire
    • UnionBank and OMD Philippines / AdColony
      Bank the Way You Live by UnionBank

    Most Engaging Mobile Creative

    • Spotify and UM Singapore / Twitter Asia Pacific
      Redefining concert experiences with Spotify on Stage
    • Google Thailand and Toaster
      Google Insta-Highlights
    • Mie Sedaap and Wavemaker Indonesia / InMobi
      Mie Sedaap #SpicyJumpChallenge
    • dtac and UM Thailand / POKKT
      dtac CallMe VDO First Voice Detection Banner
    • Clear and T&A Ogilvy / Mindshare
      Toc Tien AI Influencer

    Best Data-Driven Display Creative

    • Clear and T&A Ogilvy / Mindshare
      Toc Tien AI Influencer
    • Wall’s and Mindshare Indonesia / AdColony
      Wall’s Pemilan Mobile Campaign
    • Breeze and Mindshare Philippines / InMobi
      Unilever Leverages First-Party Data to Drive Insights and Personalization at Scale

     

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